Resources Library by ANA

Communication

This paper looks at the use of communication, not only advertising, as a strategic resource for creating strong links with the various segments of telecommunications users. This need was isolated by Telecom Italia as a result of the very rapid...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Valeria Colombo, Patrick G. M. Standen

Companies: TIM (Telecom Italia), Burke, Inc.

June 15, 1996

The developing market of telecommunications

The first part of this paper discusses the perspectives and problems of multimedia market, focusing the difficulty in defining the dimension, the characteristics and trends of this market. The second part describes the difficulty of the market...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Marina Chiaro, Susanna Cesarini, Carlo Santucci, Federico Palazzo, Manuela Murgia

Companies: TIM (Telecom Italia), RQ Ricerche Qualitative

June 15, 1996

Global harmonization of TV ratings

The concept of harmonization of television ratings from different countries has been discussed for well over five years. The first impulses towards this goal came from Europe and they focused on Europe, where a number of countries were working with...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Ned Greenberg, Horst Stipp

June 15, 1996

Is a process needed?

Most research in telecommunications has focused on tests of technology, not tests of market demand. As a result, key issues such as the competitive frame, consumer needs not met by existing alternatives, and pricing have all gone largely ignored. The...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Murlidhar Rao

June 15, 1996

The myth at the heart of the brand

This paper adapts aspects of the work of anthropologist Claude Levi- Strauss for use in market analysis and research. The methodology has been pioneered by the author's company, and is regularly used by them in their analytical work. The paper...

Catalogue: Seminar 1996: The Big Brand Challenge

Author: Monty Alexander

June 15, 1996

Needs of a telecom operator

The telecommunications industry has become dynamic due to the growth of new services, introduction of new technologies, and increasing competition between telecom operators. In such a dynamic situation it is difficult to take a snap-shot of the...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Author: Atul Sinha

Company: Philips International

June 15, 1996

The gap

As environments have become more competitive, so the nature of brands has changed. To appreciate this, depth interviews were conducted with twenty leading edge brand consultants. Brands have evolved beyond their earlier role of differentiating and...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Leslie de Chernatony, Francesca Dall'Olmo Riley

June 15, 1996

The German example

The number of programme providers and of consumers’ access to programmes increased truly dynamic over recent years. Particularly in a European key market such as Germany, this also has major consequences for TV audience research since a high...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Author: Robert Nicklas

Company: GfK

June 15, 1996

The market for TV air-time in Europe

This paper addresses the television media issues facing advertisers in Europe. It examines both the supply and demand side of the markets and then concentrates on the requirements of the demand side, especially from the advertisers' rather then the...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Michael Cluff, Tom Harper

June 15, 1996